Push the Future

Ignore the impact of environmental concerns on the marketplace, and you’ll risk the same fate as that of the poor snowman. Consider the following:

• A survey released this month by the Economist Intelligence Unit shows that sustainability strategies provide the ultimate feel-good dividend: improved share price performance by at least 50%.
• But be authentic or beware: consumers are watching for greenwashing, and will hold you to account.

The good news is that new incentives are moving sustainability strategies from reputation enhancement and “sentimental shoulds” to market mandate, including:

• Wal-Mart pressures suppliers to adopt sustainable practices and is looking for ways to reduce non-renewable energy sources
• Taxes on greenhouse gas emissions and penalties for not using renewable energy sources may be passed in California
• Consumers want to participate! Check out Carbon Hero, the new cell phone GPS system that calculates the carbon footprint of the user’s daily travel, going into open beta testing this April (in the UK).

Leave a comment and share any behaviors, practices, research or innovations that are a part of your sustainability strategy.